PENGARUH PERKEMBANGAN MEDIA BARU TERHADAP PERUBAHAN STRATEGI KAMPANYE GREENPEACE (STUDI KASUS KAMPANYE ANTI PENGGUNAAN BAHAN BERBAHAYA DAN BERACUN (B3) PADA INDUSTRI TEKSTIL DI CHINA)

The modernization of information and communication technology as a form of globalization has so far encouraged the existence of Greenpeace as a global civil society in fighting for environmental values at the global level. The proximity of technology to humans and the effectiveness of the expansion of information are supporting factors for new media in supporting Greenpeace's existence. The aims of this study was to see the effect of new media developments on changes in Greenpeace's campaign strategy with a case study campaign against the use of hazardous and toxic chemicals (B3) in the textile industry in China. This study uses qualitative-explanative methods using data collection techniques of literature studies and interviews. The author uses the Technological Determinism theory to explain how technological determination can affect humans to act. Then the concept of the Global Civil Society was used to explain the role of Greenpeace as the GCS driver in raising the issue of water pollution in China into a global issue. The results of this study indicate that there are influences from new media developments on changes in Greenpeace's campaign strategy. The ability of new media can shape the mindset and mobilize public opinion to support the #DetoxCampaignOnFashion campaign. New media has proven to provide stimuli that change people's perceptions of being more concerned about environmental issues. Commitment from thirteen companies is proof that the #DetoxCampaignOnFashion campaign has succeeded in suppressing the world's leading fashion companies